I think that the posts on this thread and the viewing the EPL thread show that people are willing to pay for a reliable live and on demand web service which shows football. It shouldn't be beyond a company of Sky's size to provide such a service but they can't even put their pop-up channels on FanPass (I've used FanPass before and wanted to use it again for the OFC Nations Cup and the Euros but Sky put them on pop-ups so I couldn't). There will always be some people who use pirated stuff, but most people just want a reliable, flexible service which fits with modern technology and lifestyles. Case in point is iTunes, or Spotify - what ever happened to Napster? Or what about Netflix? They're going strong, growing even, despite how easy it is to torrent pirated movies and TV shows.
Screw Sky.